Open Enrollment | Subscribe to Target Marketing HERE
Connect
Follow us on
Advertisement
 

Denny's Daily Zinger: Cheap Companies Hire Cheap

January 24, 2014 By Denny Hatch
Get the Flash Player to see this rotator.
 
Big Data is B.S.

Many companies can't even employ Little Data.

In January 2014, I found a possible cruise adventure with Cunard—Rome to Venice around the Italy boot and the Sicily soccer ball.

Went to Cunard and found the price. Very reasonable.

Went to iCruise/CruiseCheap to see if I could get a better price.

Got a response from Heidi Vargas, who had been assigned as our "Trip Advisor." She wrote back:

You can help me quickly find the best deal for you with just a little more information.

  • Have you been on a cruise before or is this your first one?
  • Is anyone traveling over the age of 55?
  • How flexible are you with your travel dates?
  • Why did you select this particular cruise?

Okay.

Actually not okay.

Heidi Vargas was our trip advisor exactly one year ago, when we booked a transatlantic crossing with CruiseCheap on the Queen Mary 2.

Heidi's replies contained my information from her database. She addressed me as  "Dear Alden Denison Hatch" (the name on my passport) and correctly had my date of birth.

Yet she greeted me as a complete stranger.

Even though everything about Peggy and myself is contained in the CruiseCheap database relating to last year's cruise.

Two Takeaways to Consider

  • When a family spent $3,000-plus with you a year ago and they come back a year later for more business, you're a bloody idiot to treat them as total strangers.
  • Duh.

Denny Hatch is the author of six books on marketing and four novels, and is a direct marketing writer, designer and consultant. His new book is "Write Everything Right!" Visit him at dennyhatch.com or contact him at dennyhatch@yahoo.com.

 

Companies Mentioned:

SPONSORED CONTENT

MORE ON DATABASE, LISTS AND CRM >>

FROM THE BOOKSTORE

<i>The Business of Database Marketing</i> covers all the bases for the typical business reader.  It even includes a catalog of the 37 “Best Practices” and a roundup of some of the major “Dos and Don’ts” in making business sense of the world of database marketing.  It will be the one easy-to-read and easy-to-understand guide for putting database marketing and customer relationship management to productive use for every business. The Business of Database Marketing

The Business of Database Marketing covers all the bases for the typical business reader. It even includes a catalog of the 37 “Best Practices” and a roundup of some of the major “Dos and Don’ts” in making business sense of the world of database marketing. It will be the one...

ORDER NOW

 

SPONSORED CONTENT

MORE ON ONLINE MARKETING >>

FROM THE BOOKSTORE

(PDF Download)

Direct mail, email, mobile, social media, video, search ... the marketing landscape can either be a minefield where mistakes can kill campaigns, or a perfectly integrated mix of channels that maximizes the reach of the message and gives a nonprofit the best chance to capture more donor dollars.  

<b>In <i>"The Art & Science of Multichannel Fundraising" </i> from DirectMarketingIQ, the roadmap to that "perfectly integrated mix" is thoroughly laid out in over 130 pages -- <u>it's specifically created (and priced) for nonprofits</u>. </b>
  
First, 9 chapters from leading fundraisers give you the latest best practices in multichannel fundraising, including how to:  

• Choose the right channels for your campaign 
• Develop creative that works across multiple channels 
• Revitalize the direct mail component of your multichannel mix 
• Make sure email plays its increasingly important role perfectly 
• Seamlessly integrate mobile marketing into the fundraising campaign 
• Boost your online strategy with social media 
• Create a multichannel donor renewal campaign 
• Figure out that you're doing right — via testing and results measurement 
• Use all the pieces of the multichannel puzzle  

Second, in 8 robust case studies, find out the secrets behind multichannel fundraising campaigns that worked.

About DirectMarketingIQ
The Research Division of the Target Marketing Group, DirectMarketingIQ (www.directmarketingiq.com) is the marketers’ go-to resource. Publishing books, special reports, case studies and how-to-guides, it opens up a new world to those who seek more information, more ideas and more success stories in order to boost their own marketing efforts. DirectMarketingIQ has unparalleled access to direct marketing data – including the world’s most complete library of direct mail as well as a massive library of promotional emails across hundreds of categories – and producly produces content from the most experienced editors and practitioners in the industry.

<b>Note: You must have Adobe Acrobat Reader in order to read , The Art & Science of Multichannel Fundraising which is in PDF format.</b> The Art & Science of Multichannel Fundraising

(PDF Download) Direct mail, email, mobile, social media, video, search ... the marketing landscape can either be a minefield where mistakes can kill campaigns, or a perfectly integrated mix of channels that maximizes the reach of the message and gives a nonprofit the best chance to capture more donor dollars....

ORDER NOW

 

COMMENTS

Click here to leave a comment...
Comment *
Most Recent Comments: